The empirical study on the adoption of telecommunication-broadcasting convergence

Abstract

The development of digital technology and broadband communication has accelerated the convergence of telecommunication and broadcasting. The convergence has been fostering a reconceptualization of traditional mass media from a passive one-to-many system to a more interactive multimedia system combining the TV broadcasting services and telecommunication services. Among the many convergence services, IP-TV is a representative service not because it is based on the convergence of network, services, and service providers but it is killer service for Triple-Play-Service (TPS). However, the success of telecommunications-broadcasting convergence service is depending on understanding the concerns of customers and identifying the determinants that leads to individual``s behavioral intension to adopt it. For the purpose, we employed technology acceptance model (TAM) as the base model and developed more comprehensive version of TAM to better reflect the convergence of telecommunication and broadcasting context. The model employed seven factors: perceived usefulness, perceived playfulness, perceived ease of use, perceived savings on bundle, subjective norm, telepresence, and attitude. Hypotheses were discussed in this study related to the theoretical relationships between constructs and antecedents. A survey instrument was developed using existing scales from prior TAM instruments and modifying them where appropriate. The resultant instrument can be used in future research to test how consumers accept telecommunications and broadcasting convergence services.